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#GivingTuesday: The power behind a hashtag

Since its inception in 2012, #GivingTuesday has proven to be a marketing success story time and time again. Following just four days after major Black Friday spending goes down, #GivingTuesday harnesses the power of social media and encourages people across the world to give back through charitable donations. This year’s Tuesday is expected to bring in contributions above the $200 million mark, and everyone wants in on the action. The fraternity and sorority communities are no exception.

Most of the Greek community launched their #GivingTuesday campaigns at 12 a.m. EST on Tuesday, November 28th and informally closed (because giving is a 24/7, 365 days a year activity) their campaigns at 12 a.m. PST on Wednesday, November 29th. Many organizations utilized short, sweet and fingertip-friendly social media tactics in addition to traditional marketing tools to connect with their members.

Our friends at the Alpha Phi Foundation saw enormous success with their #GivingTuesday initiative, with contributions totaling $96,712.10. After diligent planning, their foundation and executive office staff took to all media platforms Tuesday with one strategy in mind: raise awareness of their “who” and their “why.” By pairing their #APhiGivesForward with the already notable Giving Tuesday hashtag, they maximized their visibility and appeal to potential donors through personal anecdotes tied to beautifully designed graphics (we might be biased). Incentivizing members with donor-matching goals and tying all posts back to their five foundational pillars, the team did a tremendous job letting Alpha Phi’s membership and its extended network know that their contributions will make a difference. Funds raised will help support programs like Alpha Phi’s Leadership Institute and help fund research and educational programs that support the improvement of women’s heart health.

Another notable campaign powered by social media was Kappa Alpha Theta’s, with contributions totaling more than $111,000 (and still growing). Theta’s staff coupled the famous hashtag with hour-by-hour updates utilizing on-trend memes, cute boomerangs and hilarious GIFs. Funds raised will help support programs like Theta’s service trips, the Emerging Leaders Institute, alumnae Strengths Quest sessions and Theta’s Sisters Supporting Sisters mental health program. Not bad for a day’s work.

In 27 hours the Greek community was able to capture the attention of their members worldwide, encouraging them to put down the Black Friday receipts and remember the many reasons for the season through donations to the greater good. That’s #powerful.

Ready to generate an impact from inspired member-donors? Check out the awe-inspiring social media designs we crafted with the Alpha Phi Foundation: